Here are four gamification examples that drive fan engagement: 

eSports

eSports, which refers to competitive gaming, stands out as a prominent example of gamification within the sports industry. It offers a gamified experience where fans compete against each other, often in the presence of spectators, resembling traditional sports. Popular games like Fortnite, League of Legends, Counter-Strike, Call of Duty, Overwatch, and Madden NFL attract participants from various eSports leagues or teams. With points, prizes, leaderboards, and reward systems in place, eSports create a competitive environment that captivates players and leaves them craving more. This gamified experience proves to be a powerful tool for garnering a global fan following. 

Several reputable sports leagues have even established their official eSports leagues, while numerous sports franchises have successfully launched their own well-funded esports teams. This gamification technique has proven effective in increasing fan engagement both before and during the pandemic lockdown. 

Official Sports Teams’ Apps

When users initially download and use an official sports team’s app, they are often prompted to sign up or register in order to access exclusive content and games. This method of collecting first-party data has proven to be highly effective. By incorporating gamified elements throughout the app, sports organizations can gather data that reveals users’ behavioral tendencies. Brands can offer unique match graphics and interactive video replay content with features such as polls or quizzes to gain insights into user preferences, such as their favorite player. This data can then be used to personalize the information presented to users moving forward, offering them products or experiences tailored to their interests. 

Employing regulated conversation and fostering community interaction is another proven method for increasing user retention and gathering voluntary first-party data. A notable example is Chelsea FC, which recently attracted over 70,000 virtual spectators to a league game through their official “Chelsea 5th Stand” app.

Sports Betting

Sports betting has become a marketing tool for many sports organizations to promote their brands and secure sponsorships. Betting companies themselves employ gamified bets to attract and engage new customers. Sports enthusiasts who believe they possess an edge in predicting outcomes are enticed to connect with these betting platforms, resulting in increased time spent following the teams of interest. 

By placing prediction bets or participating in “what will happen at X time” types of bets, fans can learn more about the brands while engaging with their favorite sports.

Fantasy Leagues

Fantasy games provide a fan-to-fan competitive environment that brings enthusiasts together, encouraging them to invest their time, money, and emotions. These games foster passionate and devoted usage, driving app downloads and ongoing involvement while expanding interest in the sport beyond individual clubs. An example of this is the Fantasy Premier League, which has connected over 7 million players each season since its inception in 2002. By assuming the role of “manager,” fans can purchase and trade players, earning points based on goals, assists, saves, and other on-pitch actions. 

Fantasy leagues generate engaging conversations, shareable achievements, and crucially, the viral adoption that comes with “League Invites.” Overall, sporting events provide a platform for marketing a sport, particularly in developing economies. For instance, India, a highly competitive market, boasts over 200,000 fantasy league players. Players who understand the importance of maintaining and updating their scores willingly embrace the registration process, often perceived as an access barrier. The game serves as a direct gateway into specific club shops, creating personalized and dynamic click-throughs to products.

Final Words